Microdramas Overtake Streamers on Mobile Engagement, Says Omdia
MWN-AI** Summary
Microdramas, short-form video content typically ranging from one to two minutes, are rapidly reshaping the landscape of online video consumption, particularly on mobile devices. According to a recent analysis by Omdia, U.S. users now spend more daily viewing time on microdrama apps than on established streaming giants like Netflix, Disney+, and Amazon Prime Video. In Q4 2025, microdrama apps such as ReelShort recorded an impressive average of 35.7 minutes per user per day, significantly outperforming Netflix's 24.8 minutes and Disney+'s 23.0 minutes.
Omdia estimates global revenues from microdramas reached $11 billion in 2025 and are projected to grow to $14 billion by the end of 2026. The U.S. market stands out as the largest international player, expected to generate $1.5 billion, effectively accounting for 50% of all microdrama revenues outside China. Maria Rua Aguete, Omdia’s Head of Media and Entertainment, emphasizes that microdramas are no longer a niche but rather a core component of mobile video engagement, driven primarily by women aged 25 to 45.
The mobile-first format of microdramas is fueling competition with social media platforms where engagement approaches 80 minutes daily. Traditional media platforms like ViX in Mexico are incorporating microdramas into their offerings, further signaling the format's appeal. For global streamers, the necessity to adopt vertical video strategies is becoming increasingly evident, as they seek to enhance mobile engagement without compromising their long-form content. Overall, microdramas are not just transforming viewer habits; they are also creating new opportunities for telcos and content creators to boost engagement and reach a broader audience.
MWN-AI** Analysis
The rise of microdramas, as reported by Omdia, reveals a significant shift in mobile video consumption dynamics. With U.S. users spending more daily minutes engaging with microdrama apps like ReelShort (35.7 minutes) compared to traditional streaming giants like Netflix (24.8 minutes) and Disney+ (23.0 minutes), it’s clear that microdramas are capturing viewer attention in unprecedented ways. This format's revenue is projected to surge from $11 billion in 2025 to $14 billion by 2026, with a notable share expected from the U.S. market.
Investors and stakeholders in the media and entertainment industry should focus on the implications of this trend. The current user engagement metrics suggest that microdramas are not just a passing fad; they’ve transformed into an essential driver of mobile viewer engagement. For global streamers such as Netflix and Amazon, this represents both a challenge and an opportunity: adapting content strategies to incorporate vertical, short-form videos may be key to recapturing mobile user attention, particularly as competitors like YouTube and TikTok command nearly 80 minutes of user engagement daily.
Moreover, the burgeoning market for microdramas presents compelling opportunities for telcos. By bundling microdrama content with mobile plans, telecommunications companies can enhance customer value, reduce churn, and create new advertising partnerships. This initiative may also serve as a valuable data-driven engagement tool, harnessing consumer viewing patterns to better tailor services.
In conclusion, as microdramas reshape mobile video consumption, companies should explore strategic partnerships or content adaptations that leverage this trend, thereby enhancing viewer engagement and sustaining competitiveness in an increasingly fragmented media landscape.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
Microdramas are rapidly emerging as one of the fastest-scaling formats in online video. Omdia analysis of mobile usage data shows that in the US users now spend more time per day watching microdramas on mobile apps than they do watching Netflix, Disney+ or Amazon Prime Video on mobile devices.
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In the US: Microdrama Apps Have Higher Daily Usage than Amazon, Netflix or Disney on Mobile Devices (Q4 2025)
Omdia estimates global microdrama revenues reached $11 billion in 2025 and will grow to $14 billion by the end of 2026. Of that, $3 billion will be generated outside China, with the US now the largest international market.
By 2026, the US will account for 50% of all microdrama revenues outside China, reaching $1.5 billion, underlining the format’s rapid global expansion.
“Microdramas are no longer a niche experiment. They are becoming a core driver of mobile video engagement,” said Maria Rua Aguete, Head of Media and Entertainment at Omdia speaking at MIP London. “What stands out is not just revenue growth, but the intensity of usage. On mobile, microdrama apps are generating more daily viewing time than the world’s biggest streaming platforms.”
Microdramas outperform streamers on daily minutes watched
Typically, one to two minutes long, vertically formatted and mobile first, microdramas primarily target women aged 25 to 45, although new genres are trying to reach more male and other new audiences too.
Discovery is driven through platforms such as YouTube, Instagram and TikTok.
Omdia’s analysis of Q4 2025 mobile usage data from Sensor Tower shows that in the US, microdrama apps such as ReelShort generate higher daily mobile viewing time than major streaming services:
- ReelShort: 35.7 minutes per user per day
- Netflix: 24.8 minutes
- Amazon Prime Video: 26.9 minutes
- Disney+: 23.0 minutes
While Netflix continues to lead in monthly active mobile users in the US, with around 12 million compared with 1.1 million for ReelShort, engagement intensity tells a different story.
“Microdramas are winning the battle for attention, rather than scale, at least for now,” Aguete added. “This is the metric streamers care about most as they look to grow mobile usage and compete with social video platforms where daily engagement is approaching 80 minutes.”
With companies like YouTube engaging audiences on mobiles and now also on the TV set, streamers like Netflix or Disney need vertical and short content to drive engagement on mobile phones.
Global Momentum and Market Expansion
The microdrama trend is accelerating in international markets:
- UK : FlickReels generates higher daily usage than Amazon Prime Video (22.39 minutes vs. 21.47 minutes).
- Mexico : DramaBox outpaces Amazon Prime Video (27.9 minutes vs. 23.8 minutes) and Disney+ (22.5 minutes).
Traditional media players are also adapting to this shift. Platforms like TelevisaUnivision’s ViX in Mexico and GloboPlay in Brazil are embedding short-form serial content within AVOD and freemium ecosystems, leveraging microdramas to boost engagement and reach.
Strategic implications for global streamers
Omdia’s analysis suggests that global streamers including Netflix, Amazon Prime Video, and Disney+ face increasing pressure to close the mobile engagement gap with social platforms such as YouTube and TikTok, where users spend nearly 80 minutes per day.
“Vertical video strategies, including microdramas, are becoming a logical next step for streamers that want to increase mobile usage without cannibalizing their long-form premium content,” Aguete concluded. “Microdramas are not replacing TV or streaming, but they are reshaping how audiences consume storytelling on mobile.”
Bundling Opportunities for Telcos
Microdramas are also an opportunity for telcos, by offering them a unique structural opportunity beyond just a content trend. These mobile-first, snackable videos are highly addictive, low-cost, and optimized for daily engagement—perfect for mobile consumption.
As telcos face challenges like ARPU pressure, commoditized connectivity, churn, and heavy 5G investments, microdramas could serve as:
- A bundled value-add
- A churn reduction tool
- An ad-funded partnership opportunity
- A data-driven engagement engine
Microdramas are reshaping mobile video consumption, creating new opportunities for telcos, streamers, and content creators alike.
ABOUT OMDIA
Omdia, part of TechTarget, Inc. d/b/a Informa TechTarget (Nasdaq: TTGT), is a technology research and advisory group. Our deep knowledge of tech markets grounded in real conversations with industry leaders and hundreds of thousands of data points, make our market intelligence our clients’ strategic advantage. From R&D to ROI, we identify the greatest opportunities and move the industry forward.
View source version on businesswire.com: https://www.businesswire.com/news/home/20260222198738/en/
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Eric Thoo: [email protected]
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